Consumers are choosing every product from cars to burgers based on corporate values. Understanding an array of customer personas can guide tactics for winning and keeping them. Studies have long shown that your conviction to do good will lead customers to spend more, recommend you more and remain loyal. Yet they seldom describe the mechanisms that brand managers can use to benchmark and track reputation.
A recent global study found that 62 per cent of consumers want companies to take a stand on pressing issues such as immigration, data privacy and climate change. In the same study, nearly half of consumers (48 per cent) would publicly complain about their disappointment with a company whose word
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